ISSN 1082-9873

Abstract

Relatively little research on the role of information
in rural industries and the information needs of workers in these
industries hampers the design of information services in general
-- and the development of digital libraries, in particular --
to serve this population. This paper provides results from a project,
conducted in 1995 with the cooperation of the industry association
Red Angus of America, which investigated ranchers' access to computing
technology and their use of networked information services as
an information acquisition strategy. Results from a national survey
of 1600 members of the Red Angus show that the "electronic"
or "digital" ranch is in the early stages of development
as "early adopters" begin to use networked information
services. Implications are derived for the development of digital
libraries for cattle ranchers.

Table of Contents

This paper reports findings from a study, which investigated
the information needs of cattle ranchers, a major rural industry
group, and their use of computing and network technologies as
a possible means of meeting some or all of these needs. Computer
networks can offer ranchers access to remote information sources
and opportunities for the dispersed population to communicate
via electronic mail and bulletin boards. The aim of the study
was to provide data on the current use of computer networks by
cattle ranchers -- the state of development of the "electronic"
or "digital" ranch -- and investigate factors associated
with network use.

We are living in an emerging information society,
where access to information, particularly information in digital
form, is becoming ever more important. Substantial public investment
in the nation's telecommunications, computing, and information
infrastructure through such programs as the funding the Digital
Libraries Initiative (DLI) aim to facilitate technology transfer,
increase research and development (R&D) and improve U.S. industrial
competitiveness and productivity. But much of the digital libraries
research is being conducted in academic environments, and there
is a serious need to understand how information is embedded in
the daily lives of the broad population of users. Moreover, the
digital library and information infrastructure requirements of
agricultural industries are an important area requiring further
research [1]. The development of effective
computer networks and information services, digital libraries,
and policies governing their implementation and use, depends on
a good knowledge of users' needs and requirements. This knowledge
includes understanding the impacts and outcomes of networked information
on the cattle industry's productivity as well as on its potential
place in ranchers' culture, characterized by a dispersed population
with specific and sophisticated information requirements. Until
now, few researchers have examined the information needs and information
seeking patterns among ranching industry groups and little data
exists regarding the role computer networks are beginning to play
in ranching work, productivity and social life.

A small but growing body of empirical studies has
investigated the role of information in the resolution of human
problems and the human process of information seeking. Previous
studies have investigated the information-seeking behavior of
retired women [2], battered women [3],
students and library users [4], health workers
[5, 6], and university
researchers [7]. Researchers have proposed
models of human information-seeking processes and the role of
information in human problem solving [8,
4]. Moreover, many studies have examined
the role of public libraries in the provision of information services
for rural communities [9, 10,
11].

Some empirical research has also examined the characteristics,
use and effects of computer network use [12,
13]. For example, Bishop [16]
found that computer networks are used widely by aerospace engineers,
and contribute to the efficiency and effectiveness of their work
tasks. But although the role of computer networks in rural communities
has also been studied [1,14,
15],
little is known about the use of computer networks by the ranching
industry, a major domestic and export industry.

Cattle ranching is a complex information and communication
activity requiring ranchers to access diverse sources of information
to support a broad range of ranching tasks and activities: purchasing
bulls (or bull semen, e.g.,
http://www.ccp.com/~angus/journal/96_049pr/semen.htm)
or heifers; breeding cattle; following commodities markets (e.g.,
beef sales, feed); and acquiring financial, veterinary, and medical;
monitoring weather forecasts, which affects feed and feed prices
as well as decisions on pasturage and grazing. Also, the types
of information and communication services cattle ranchers need,
including information-seeking patterns and network use by cattle
ranchers, follow seasonal patterns with the changing tasks associated
with cattle breeding, feeding and slaughter. The proliferation
of personal computers, the growth of the Internet, and accompanying
development of information and communication services, has given
cattle ranchers potential access to many new services. We need
to explore the types of computer technology and networks that
cattle ranchers access and for what reasons, e.g., to support
ranching tasks or to reduce the barriers of rural isolation.

The cattle industry is currently concerned about
preserving the ranching way of life within the evolving information
society, developing closer ranching coalitions, and lobbying government
regarding regulations related to food safety, the environment,
and international trade. The project discussed in this paper provides
a significant contribution to the ranching initiative. The issues
of concern to the ranching industry involve the distribution of
information (governmental, commercial, or industry) and the need
for increased communication within the ranching industry. The
use of computer networks and services, including information databases,
E-mail, electronic bulletin boards and other appropriate services,
could contribute to preserving the ranching way of life and the
creation an integrated coalition of ranchers through the development
of an electronic ranching community. This paper also explores
the state of development of the electronic ranching community
or "digital ranch."

The results of the study also contribute directly
to goals of the Red Angus Association's Strategic Mission 2000
to improve the provision of information and education to their
members. The study provides pointers to new types of information
services, networks or network features, and digital libraries
for cattle ranchers. Understanding the relationships among ranchers'
information-seeking behavior, network use, work, and communication
tasks will allow the impact of information services and electronic
networks on the productivity of cattle ranchers to be assessed.
The results also provide valuable data on the information requirements
of cattle ranchers and suggest possible information-seeking patterns
and network use by other types of ranchers and related agricultural
groups, e.g., farmers. The results are useful for librarians,
including the Texas State Library and local public libraries,
who are responsible for the provision of network-based and long
distance information services to rural communities. Information
science researchers will also be provided with valuable data to
develop and enhance theoretical models of information seeking
and use, network usage, and adoption of technological innovations.

The study reported in this paper was guided by the
following research questions:

1) What types of information do ranchers need to
support their work tasks?
2) What are the patterns of information-seeking exhibited
by cattle ranchers?
3) What types of computer technology and networks
are currently used by cattle ranchers?
4) What tasks and communication activities do cattle
ranchers use computer networks to support?
5) What are the impacts of network use on cattle
ranchers' work tasks and communications?
6) What is the current stage of development of the
electronic ranching community?
7) What are the characteristics of cattle ranchers
who are "early adopters" of networked information?

A survey instrument was designed using examples of
previous surveys of network usage [16] and
information needs [5, 6], and pretested during summer 1995 with
the Executive Secretary of the Red Angus Association of America,
Dr. Dick Gilbert and his staff. The Red Angus Association of America
is a national association of sixteen hundred Red Angus cattle
breeders from 47 U.S. states and two Canadian provinces, headquartered
in Denton, Texas. The association is dedicated to promoting and
improving the breeding, feeding and marketing of Red Angus cattle
[17] and maintains a computerized registry
of Red Angus breeding information.

The survey instrument with a cover letter from the
Executive Director of the Red Angus was mailed to the 1600 members
of the Red Angus Association of America with their monthly publication
American Red Angus. A follow-up notice was also sent in
the next issue of the American Red Angus. This survey solicited
information regarding members' information needs and network use,
and the types of information services needed by members. The joint
survey development generated data useful to both the researchers
and Red Angus Association of America regarding their membership.
A longitudinal study will also provide data to assess the seasonal
nature of network use, and information seeking and use by cattle
ranchers. Additional data collection through site visits to cattle
ranchers are currently being planned. These follow-up visits will
include interviews with cattle ranchers regarding their use of
computer networks, and information seeking patterns and needs.
Interview volunteers were solicited during the survey. The interviews
will also be used to establish sites for the collection of longitudinal
data through an interview schedule over a twelve-month period.

The data analysis shows that survey respondents were
generally ranchers using personal computers, including a small
minority accessing computer networks. A total of 209 (approximately
13%) of Red Angus members responded to the survey. This number
was lower than expected by the researchers. However, cattle ranchers,
in general, are quite busy people and may not have time to respond
to surveys. Initial data analysis shows that most respondents
own and used a personal computer: 188 or (90%) of respondents,
said they owned a computer. Of these, 51 (24%) reported owning
a CD-ROM drive, 52 (24%) reported owning a modem and 53 (25%)
reported owning a satellite dish. But although the clear majority
owned computers, most respondents -- 175 (83%) -- said they did
not use computer network services. Only 21 ranchers (about 10%
of respondents) had used computer network services for an average
of 25 months and for 5% of their average work week. A higher proportion
-- 87 (41%) of respondents -- said members of their family used
computer networks outside the home, mainly for school or work
away from the ranch.

6.1 Computer Network Services Used By Cattle Ranchers

The vast majority of respondents had not used networked
information services - within a range of 1% to 11%. The largest
group (about 11%) was using the Red Angus Sire Finder and Bulletin
Board, the Internet or America Online. Respondents made little
use of existing agricultural networked information services.

Table 1 and Table 2 provide the responses by Red
Angus members regarding their use and the value of existing networked
information services.

Respondents placed a high value on breeding information,
auction values, general market information and veterinary information.
However, most respondents were not accessing this information
via networked services. Less interest was evident for other types
of information. Table 3 shows the information valued by cattle
ranchers and whether they had accessed this information via computer
networks.

Few ranchers were accessing information electronically.
Most did not use libraries, or participate in political groups
and bulletin boards. However, about a quarter of respondents showed
an interest in using networks for electronic mail or information
services. Table 4 shows that word-of-mouth sources, such as customers,
suppliers, and other ranchers, and also industry magazines and
ranching associations are major sources of information for cattle
ranchers.

Despite the small number of respondents, the results
provide some interesting findings. At this stage of development
the "electronic" or "digital" ranch is beginning
to be a gleam in the eye of the ranching industry. Cattle ranchers
are beginning to utilize personal computers and access networked
information services. However, greater penetration of computing
technologies and networks into the ranching community is restricted
by the advancing average age of ranchers and unfamiliarity with
computers, a predominance of telephone communication, and small
(but growing) number of services for ranchers on the net. A group
of technologically innovative ranchers or "early adopters"
[18] has begun to explore and contribute
to the ever growing electronic information world with information
applicable to the ranching business. Those ranchers venturing
onto the net are seeking information such as breeding and ranching
information. Some ranchers are beginning to communicate with other
ranchers or the outside world the ranch via electronic mail. Some
family members already use the Web and web based resources from
locations off the ranch, either at work and at school.

A major aim of this initial survey was to collect
basic data to form the basis for a larger study and begin the
development of a Web based digital library for Red Angus members.
The survey also begins to identify those "early adopter"
ranchers taking up the reins of technological innovation for further
study. Given the changing nature of the American economy and business,
the evolution of digital libraries of ranching-related information
and the "electronic" or "digital" ranch equipped
with network access to information and communication services,
seems inevitable. How this will occur and the nature of the evolving
"electronic" ranching industry will be fascinating to
observe. A cursory glance at the WWW shows that since this study
was initiated in 1995 there has been an explosion of web-based
cattle ranching sites. You can see pictures of bulls (with names
such as "Megabucks"
<http://www.unigen.org/mbuck.htm>)
and read their vital statistics. Cattle ranchers and the cattle
industry are beginning to embrace the potential of the Web. The
American Red Angus is currently developing a Web based and multifaceted
digital library for their members with researchers at the School
of Library and Information Science - University of North Texas
(http://www.redangus1.org/).
This information service includes the Red Angus Sire Finder for
Red Angus members to find that perfect bull (or bull semen) to
service their herds. Further surveys and interviews are underway
to extend the previous research and the development of the Red
Angus Digital Library.

Acknowledgments

This study is funded by a Research Initiation Grant
from the University of North Texas.The authors also to
thank Dick Gilbert, Executive Director of the Red Angus Association
of America and members of the Association for their contribution
and assistance to this study. We also thank Judy Bateman and the
UNT Computer Services for their invaluable assistance in the data
analysis.